Glacéau Smartwater announces Boat Race sponsorship

Coca-Cola European Partners (CCEP) has announced a three-year Glacéau Smartwater sponsorship of the Boat Race between Oxford and Cambridge Universities.

The newly named ‘The Cancer Research UK Boat Races’ will take place on the River Thames on 2nd April.

Simon Harrison, operational marketing director GB at Coca-Cola European Partners, said: “This association with the Cancer Research UK Boat Races will help retailers further increase their bottled water sales as we encourage consumers to cheer on the Oxford and Cambridge university students either at the Race itself or at home in front of the TV.

“The support campaign will feature the brand’s still format and new sparkling variant, which is designed to disrupt the current sparkling water market and further help retailers achieve incremental growth through the fast-growing Glacéau Smartwater brand.”

The campaign includes localised OOH advertising, POS and promotions within grocery and convenience channels in and around the London, Oxford and Cambridge areas. There will also be Glacéau Smartwater branding along the River Thames on Race day.